Dialogue Insight: Discussion featuring Jonattas Poltronieri in his role as Creative Technology Director
In the ever-evolving world of branding and creative work, Artificial Intelligence (AI) is making a significant impact. Agencies are increasingly testing tools, running small pilots, and building confidence in the application of AI to solve practical, everyday problems.
AI is transforming the landscape, automating cognitive tasks and opening new possibilities across various industries, including the creative sector. By augmenting and automating tasks, AI is accelerating workflows, generating content, and enhancing creativity without replacing human originality. It serves as a creative partner that speeds up ideation, design, content production, and personalization, allowing professionals to focus on strategic storytelling and authentic brand expression.
Key areas where AI is making a difference include idea generation and content creation, visual content design, workflow acceleration, personalization at scale, and cross-disciplinary enhancements. AI tools help produce drafts, marketing copy, headlines, and social media content that align with brand voice and SEO best practices, saving hours of brainstorming and writing. They can also generate logos, images, graphics, and video edits based on text prompts or brand style guidelines, enabling even small teams without extensive design skills to create professional quality visuals.
AI is not just about efficiency, but also about broadening creative horizons. It enables faster, more personalized, and innovative content production, improving user engagement and campaign effectiveness. AI supports animation, music production, and other creative disciplines by speeding up technical processes while maintaining human creativity at the core.
Practical examples of AI applications in the creative industry include logo generation platforms like Looka, Jasper Art, and Designs.ai, Etsy’s AI-powered "gift mode", Booking.com’s AI for travel planning, AI tools for video editing, and initiatives like the Centre for Creative AI that pioneer advanced AI use cases in fashion, media, and art.
The use of AI in Adobe's InDesign, for instance, demonstrates how AI can help unlock creativity and efficiency. Before, coding was necessary to automate tasks like generating calendars in Adobe's InDesign, but now tools like ChatGPT and Gemini can do it with simple explanations.
AI raises important questions about quality, ethics, and authenticity in the creative industry. However, the goal of integrating AI is to elevate work, not replace anyone. It's about freeing up human creatives to focus on big ideas, strategy, and storytelling. AI is not just another trend, but a tool that can help agencies stand out by blending human creativity with its speed and scale.
In conclusion, the use of AI in the creative industry is about finding small, smart ways to make work smoother and more efficient, ultimately leading to better results. With user-friendly AI platforms, R&D has never been more accessible, democratizing creativity and making it easier for people to tell stories, design visuals, and communicate ideas. AI is transforming the creative industry, enhancing efficiency by automating labor-intensive tasks and broadening creative horizons by enabling faster, more personalized, and innovative content production.
- Artificial Intelligence (AI) is serving as a creative partner in agencies, automating cognitive tasks and enhancing creativity without replacing human originality.
- AI tools are making a difference in key areas like idea generation, content creation, visual content design, workflow acceleration, and personalization, allowing professionals to focus on strategic storytelling and authentic brand expression.
- AI can produce drafts, marketing copy, headlines, and social media content that align with brand voice and SEO best practices, saving hours of brainstorming and writing.
- By augmenting tasks, AI is not only improving efficiency but also broadening creative horizons, enabling faster, more personalized, and innovative content production, improving user engagement and campaign effectiveness.
